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G-Star and Archroma launch denim with natural colours

G-Star Raw has launched a capsule collection in partnership with Archroma. The denim is dyed with dyestuffs made from recycled plants and nutshells. The capsule, Earth Colors, is dyed using recycled agricultural waste. The line gets its name because it’s made with 70 to 100 per cent natural colors, generated from things like olives, rosemary, non-edible nutshells and almonds.

The product has minimum eco impact. There’s no land required in order to produce Earth Colors and food consumption is unaffected since only the non-edible parts of the plants are used. They are receptive to ozone and laser finishing technologies which also mean the dyes are designed for optimal performance. The range has mid waist skinny for women in three colors, and super slim for men in three colors.

G-Star Raw is a Dutch designer clothing company, focused on reinvention of denim craftsmanship to create classics. It continuously pushes boundaries and investigates new materials, styles and fits. The design ethos starts with taking responsibility for the social and environmental impact of its products.

Archroma is a color solutions and chemicals company. For 17 years, it has been pioneering change in the areas of formulation, standardization and management of custom colors along the entire textile supply chain.